Elmwood
Elmwood is a London, United Kingdom studio with a global outlook, building brands that don’t just keep up with the world, but help set its pace. From plant-based pioneers like Alpro to household staples such as Knorr, Horizon Organic, E45 and Horlicks, from
https://elmwood.com/
London, United Kingdom
31 Cases
Known for:brandingelmwoodrebrandcreative industrydesign leadershipai in design
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News & interviews
- Design director Paul O'Brien on when imposter syndrome just means you're in the wrong job
Creative Boom · Apr 23, 2026
Creative Boom’s profile of design director Paul O’Brien traces his journey from struggling with imposter syndrome at a mismatched job to rediscovering confidence through freelance work and award-winning projects. After success with Taxi Studio’s Byron Burgers campaign and leadership roles at Elmwood, O’Brien now embraces freelance life with renewed purpose. The article explores how environment, not ability, often shapes creative confidence.
ZigguratBulkBulletproofBulkByron Burgersbranding
- Dan Forster on the Aladdin's cave that made him a lettering legend
Creative Boom · Apr 7, 2026
Creative Boom profiles lettering artist Dan Forster, exploring how his late father Tony Forster’s calligraphic legacy and studio inspired his career shift from graphic design to hand-lettered typography. The article traces Dan’s journey through personal loss, rediscovery of craft, and his evolution into a sought-after lettering artist for global brands like Apple and Twinings. It highlights the enduring value of hand skills in an increasingly digital and AI-driven design landscape.
- Experts weigh in on Walkers' biggest rebrand in 80 years
Creative Boom · Jan 21, 2026
Creative Boom’s article by Abbey Bamford examines Walkers’ 2026 rebrand, its first major overhaul in 80 years. The new identity, created with VCCP, replaces the crisp icon with a sun motif and adds founder Henry Walker’s signature to emphasize heritage and authenticity. Industry experts from Elmwood, Coley Porter Bell, and OurCreative. weigh in on the balance between nostalgia, storytelling, and strategic repositioning.
- Craft rebrands around 'cultivation' to show how it grows creative talent
Creative Boom · Nov 25, 2025
Design recruitment agency Craft has unveiled a new brand identity centered on the concept of 'cultivation', symbolized through a floral visual system. The rebrand, led by a global creative team including Sundry, Good City, and photographer Paula Codoner, reflects Craft’s mission to nurture creative talent and leadership. The refreshed identity replaces a decade-old Elmwood design with a more mature, textured, and globally resonant look.
CraftSundryGood CityCraftNew York Timesbranding
- Booms & Shakes: The big creative industry moves you need to know this November
Creative Boom · Nov 24, 2025
Creative Boom’s November 2025 'Booms & Shakes' roundup highlights major agency appointments, client wins, and new ventures across the global creative industry. From GOOD Agency’s partnership with The Children’s Society to Koto’s new chairperson and Elmwood’s leadership expansion, the article captures a sector in motion. It also spotlights new studios, relocations, and independent launches that signal optimism and reinvention despite economic uncertainty.
GOOD AgencyM+C Saatchi Sport & EntertainmentM+C SaatchiThe Children's SocietyFormula Ebranding
- Creatives Ditch Networks for Independence Amid Industry Shift
Creative Boom · Jul 21, 2025
The article explores the growing trend of designers and strategists leaving large network agencies to start independent studios. Through interviews with leaders from Koto, Unfound Studio, Blurr Bureau, Brandon Consultants, and Studio Meisō, it highlights motivations such as creative freedom, agility, and values-driven work. The piece frames this shift as a structural and cultural evolution in the creative industry.
- Leeds' Born Ugly Studio Embraces Radical Reinvention Philosophy
Creative Boom · May 27, 2025
Creative Boom profiles Leeds-based studio Born Ugly, which emerged from the former Elmwood headquarters during the pandemic. The article explores how the studio redefined itself through a philosophy of radical reinvention and strategic creativity, highlighting projects for MitoQ, Astonish, and Carlsberg’s Somersby. Born Ugly’s approach centers on uncovering the 'Ugly Truth' behind brands to drive meaningful transformation.
- Horizon Organic's brand refresh marks 30 years in organic dairy
Creative Boom · Oct 29, 2024
Creative Boom reports on Elmwood New York’s comprehensive brand refresh for Horizon Organic, marking the brand’s 33-year legacy in organic dairy. The new identity retains the iconic red packaging and mascot Happy the Cow while introducing a cohesive visual and verbal system centered on the concept of a 'shared horizon'. The refresh emphasizes sustainability, community, and leadership in the organic food market.
Elmwood New YorkHorizon Organicbranding
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